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Generating Seller Leads with Direct Mail

By Elizabeth Stormberg in Classroom on Oct 1, 2021

Clients watch the full replay of the lesson here

Today I’m talking about how you can generate leads with direct mail. 


Let’s walk through the process step-by-step. Once you have your list of people you want to mail to, you have to think about what you’re putting in your letter. Directly flipping these homes into listings is frowned upon, but if you have a genuine intention of buying their home, everything should be fine. 


For an example of what your mail should look like, I have a welcome letter from NextDoor. I recently moved to Tennessee, and as soon as I settled in, they sent me a letter telling me to put my home on their site. If you look at 0:52 in my video, you can see the format of the letter. More so than the content, I want you to pay attention to the cosmetics of the letter. When America sorts its mail into trash and treasure, you want to make sure your letter isn’t thrown away. A personal presentation gets peoples’ attention. 


To create your letter, save your letter as a PDF file. Then, save your mailing list as a CSV. From there, it’s kind of like sending an email. Just upload your mailing list and the pdf to letterprinting.net, and your letter will automatically send itself out.


As far as content goes, there are a few things to keep in mind: Make sure it’s easy to call or email you. Make sure the topic is always “I am a buyer”, or “I have a buyer”. Make sure it has a personal touch that will stand out in the mail pile. This last one is probably the most difficult, so I want to quickly go over how I would write one of these letters. 


The main thing I would think about is what people want to hear. A great way to figure this out is to look at what Zillow or the top real estate agents in your area are saying and pick apart their advertising. If they’re spending a bunch of money on ads, their messaging is probably a good place to start. 


So how do you convert on these leads? You have to already have a highly motivated buyer, and they probably have to be an institutional buyer as well. These buyers are itching to buy over asking price, but you have to build a relationship with them first. To find these buyers, check out title companies and ask them who they are. Go on LinkedIn or Opendoor, find the title company manager, and have a conversation. You could also try and set up a commission deal with a site like Zillow. 


At the end of the day, these letters will only work if you tell people what they want to hear. Here in Nashville, I can’t drive five miles without seeing an ad, “Get an instant offer on your home.” If that’s what people want to hear, include it in your letter. Once you build a relationship with a lead, you can figure out what’s best for them from there.

Topics: Classroom

Elizabeth Stormberg

Written by Elizabeth Stormberg

Elizabeth is the Chief Marketing Officer at Vyral Marketing.

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